Developing strategies: A practical approach

This article describes some of the criteria which the author believes should be taken into account in developing strategies in order to meet a company's planning objectives, and gives examples drawn from his own planning experience of how in practice such strategies can be formulated and then implemented.     

Long range planning of paper and board supplies

Most standard textbooks identify three essential elements of effective corporate planning: an information input of appropriate depth, critical appraisal of the company's relative position and application of advanced evaluation techniques. Extension of the vision period, for long range or strategic planning, will unavoidably introduce further complexities into these constituent routines of corporate planning as well as into the strategic decision making process. The author reviews the long term outlook for paper and board suppliers and users and points out the strategic advantages of these basic materials.     

The TOWS matrix—A tool for situational analysis

This article has two main purposes. One is to review general considerations in strategic planning and the second to introduce the TOWS Matrix for matching the environmental threats and opportunities with the company's weaknesses and especially its strengths. These factors per se are not new; what is new is systematically identifying relationships between these factors and basing strategies on them. There is little doubt that strategic planning will gain greater prominence in the future. Any organization—whether military, product-oriented, service-oriented or even governmental—to remain effective, must use a rational approach toward anticipating, responding to and even altering the future environment.     

Strategy and the “business portfolio”

In this article the author goes on to develop the conclusion reached in his previous article which appeared in the December edition of Long Range Planning. These conclusions concerned the requirements for strategic success for an individual business, here they are developed into their implications for strategy development in the typical multibusiness company.It is argued that relative competitive position and growth are the two fundamental parameters which must be considered in determining the strategy that an individual business should follow when viewed within the context of the company's overall ‘business portfolio’. The likely patterns of business strategy which will lead to overall corporate success are discussed and contrasted with those which can lead to disaster.The key is that strategies should be made to differ widely from business to business, as a function of the growth and relative competitive position of each business and the company's overall resource position particularly with respect to cash. The ‘across the board’ defensive measures which many companies have adopted in recent years as their response to the pressures of inflation and recession are therefore argued to be singularly inappropriate for the long term. The ‘business portfolio’ concept provides a superior approach for developing the differentiated strategic business objectives which are necessary for any company to make the most of its opportunities.     

Evaluating alternative approaches to strategic planning

The question which, unfortunately, often goes unanswered, is whether a company's process of corporate planning is optimal. Furthermore, even if they wished to answer such a question there is little in the literature which can provide them with a direct, and explicit evaluative model. This paper examines the development of planning and the many different contributors towards its theoretical underpinning. Whilst recognizing that planning is a field which is a ‘semantic's jungle’ the authors carefully pick their way through the mine-field of misunderstanding and misquotation and clearly establish a base-line for evaluation and indeed propose a detailed methodology. It is hoped that this paper will be a fore-runner of many which will assist the executive in his important evaluative role concerning alternative planning approaches.     

Mechanisms for environmental scanning

Over the past decade long range planning for industrial concerns has needed to take into account an everbroadening spectrum of environmental influences. Whereas at one time planning largely concerned itself with those aspects of the environment to do with the company's markets, nowadays the influence of other parts of the environment may have equal, or even greater influence than markets on the company's operation. The current environment of most industrial concerns appears to be characterized by three main components. Firstly, the environment is increasingly turbulent and uncertain. Secondly, organizations are increasingly less autonomous. Thirdly, other formal organizations are increasingly important components of a company's environment. The environment of most companies is therefore complex and uncertain. This complexity and uncertainty can only be reduced by attempting to analyse and understand the environment as an ongoing process, this process is now being called ‘environmental scanning’. The aim of this article is to describe some of the mechanisms which have been used to help companies scan their environments as a way of planning and controlling their destiny in the turbulent environment in which industry operates.     

What kind of corporate planner do you need?

The planning literature ignores distinctions among types of plans and types of planners. Consequently, a systematic pairing of planners and a company's level of planning need is not well understood or implemented in practice. This paper provides two missing links in order to bridge this shortfall between theory and practice. One is a planning matrix which establishes six possible planning modes for a company based on its stage of development and management style. The second is a distinction between three types of planners who would be appropriate to each planning mode. The matrix plus the three categories of planners provides a new tool for management in its responsibility for planning the job of the corporate planner. In doing so, it also surfaces some underlying causes of organizational strain and stress associated with the corporate planner's position.     

Productivity improvement through reduced labour turnover

Labour turnover has both direct and hidden costs to the organization since it represents wastage of its human resources. Even in times of contraction, undue reliance on ‘natural wastage’ can lower morale, distort age profiles, and build up problems for the future. A strategic approach to its control must rest on an accurate diagnosis and must go beyond the improvement of particular personnel practices into a reappraisal of the company's total approach to its employees. It can provide the key to a new approach to planning and productivity.     

Can technology be managed strategically?

The purpose of this article is to investigate techniques for inserting strategic management of technology into the overall business planning process. The method developed here begins with defining the technological profile of a company and then proceeds to expand the method to incorporate analytical procedure for technology futuring, and finally combining these long-range forecasts with the company's policies and plans into an integrated planning model. An illustrative case study of the NCR Corporation is appended to demonstrate the application.     

Earnings per share is a poor indicator of performance

One of the greatest dangers in corporate financial planning is failing to separate investment decision making from financial policy, because poor quality investments can appear to be desirable as a result of the particular financing vehicle employed. Management's focus of attention should not be rates of growth and earnings per share or return on net worth. Rather, the most important measure of corporate performance is the rate of return on total capital employed. The paper identifies the dangers of employing an earnings per share criterion for evaluating corporate performance, and suggests an alternative: focusing on a company's free cash flow, net operating profits after taxes minus the amount of new capital investment required in order to generate future profits. The author presents an analytical framework employing his free cash flow concept which can be applied to pricing and financing acquisitions.     

Strategic planning could improve your share price

From a financial point of view the long-term ultimate goal of the firm is to maximize its stock price. A high P/E multiple keeps existing stockholders satisfied, reduces the chances that a corporate pirate will attempt to raid the company, and also facilitates the company's own acquisitions.Therefore, financial managers are especially interested in answers to the questions of if and how strategic planning can help to improve the price-earnings multiple. The results of the study summarized in this article answer the first question in the affirmative and give at least a partial answer to the second. Contrary to the conclusion of some other recent studies, this study finds a definite long-term financial payoff from strategic planning. Furthermore, it suggests that strategic planning may be more effective if it is conducted at the corporate rather than solely at the division level.If maximization of stock price is a corporate goal, delegation of strategic planning entirely to the division level may result in a high cost to stockholders.     

Pre-investment planning

Effective control of a firm's future depends upon sound pre-investment planning before further commitments are made. Therefore, the firm's situation has to be strategically characterized. In this article the author develops a strategic approach towards preplanning of investments. This approach can be helpful in suggesting a relevant investment policy. In this respect attention will be paid to acceptance criteria, financing considerations and types of commitment.     

Environmental scanning—Does it help the chief executive?

Firms must correctly identify and analyze the nature of their strategic environments, their strategic oppurtunities and problems, and, formulate the precise strategy sets for corporate strategy for accomplishing the chosen organizational objectives and goals. This articles reports on a survey. Chief executives of industrial corporations provided their insights and experience (see Appendix I) and the findings are analyzed for the implications for other practising chief executives. The nature of environment which is strategic to a particular firm has considerable influence upon the firm's choice of strategies. The correct understanding of this influence is critical to the firm's organizational effectiveness. Only after a correct understanding can the chief executive formulate the precise mix of strategies and meld them in the strategy sets of the corporate strategy.The major findings indicate that the levels of difficulty experienced in accomplishing firm's objectives and goals depend upon the perceived nature of complexity, unpredictability and dynamism of the firm's strategic environments. The levels of clarity on strategic issues also depend upon these same attributes of environments. The formulation of strategy sets of corporate strategy are indicative of the ways by which the chief executive and his management team expect the firm to achieve its major objectives and goals by monitoring the strategy sets to keep in tune with the changing realities of the firm's strategic environments. General management, marketing and finance, were the vital group strategies, followed by production and research and development. External relations, personnel and procurement were the least important strategies. Firms operating in simple and stable environments experienced the least difficulty in achieving corporate goals, while firms in dynamic and complex environments experienced the greatest difficulty.     

Competitive analysis—Its role in purchasing

In all cases a company's perception of its strengths/ weaknesses reflects that of its view of its relative power position vis-à-vis the other parties in the system. Tecognition of power/weakness can be a stimulant to redressing the balance in the company's favour. This paper seeks to emphasize the potential for such action in supply markets, for supply markets are sources of considerable potential worthy of careful attention from corporate strategists. The paper illustrates in outline one approach to competitive analysis in supply markets. The approach is not intended to have universal application. However, it should suggest a framework which can be tailored to most situations where input costs are a significant element in output revenue.     

Who should plan technological innovation?

Over the last 10 years there has been a growing need to improve integration between business planning and R & D activities. One reason for this has been a decrease in the returns on R & D investments. An understanding of the relationship between demand and technological innovation is needed to achieve this integration. The planning approach will be very different depending on whether the company's business is based on ‘technology-push’ or ‘demand-pull’, and whether planning is controlled by the R & D or the marketing function.     

Information for more effective strategic planning

This paper illustrates how an entity—called a ‘strategic data base’ (SDB)—can be developed to provide important information in a form which makes it directly useful in various phases of a strategic planning process. The strategic data bases are concise statements of the organizational and environmental situations which define the organization's most salient problems, opportunities, and constraints. These SDBs may be developed through a participative process involving tasks forces which are made up of managers representing the diverse interests of the organization. The strategic data bases thereby become important informational inputs to planning which can directly serve to enhance the quality of planning decisions. Moreover, the process of developing SDBs can be an important learning device for those middle managers who can become involved in such a process at a much earlier point in their career than that at which they might normally engage substantively in the organization's overall strategic choice process.     

The state of private sector strategic planning in Canada

This paper examines Canadian strategic planning expertise from a number of different aspects. It evaluates the relative sophistication of Canadian and American management consultants and points out that the U.S. expertise is still particularly good and preferred. It is perhaps a pertinent comment that the view of many is that ‘The U.S. people have … defined their products in such a way as clients can use them’. Analysis of the stimuli for strategic planning is an appropriate focus, particularly since it concludes that it is rare that a visionary cheif executive is responsible! Most companies appear to pursue strategic planning through fear rather than enlightenment. The quality of input to the planning process varies widely, with extrapolation from the past a major preoccupation. There appears to be a lack of environmental analysis. The author analyses a number of important issues and concludes that a bolder embrace of strategic planning would serve Canadian management well in responding to the extensive challenge facing their country's economy in the next 10 years.     

Planning for strategic decision support systems

The emergence of Strategic Decision Support Systems has opened up new vistas for the true integration of formal models into the strategic planning process. However, with these new opportunities also come the need to develop planning mechanisms that will permit these sophisticated systems to achieve their potential. The process of strategic planning for Strategic Decision Support Systems that is described in this article serves to cast the organization's overall plans, strategies and strategic attributes into a framework that can be used to develop formal SDSS plans.     

How corporate planning responds to uncertainty

This article is based upon an SSRC research project into the influence of computer methods on decision making. During this research, information on the planning systems of a cross-section of British industry was obtained.The paper illustrates how managers in these firms were coping with planning in the present conditions of extreme uncertainty about the future, combined with adverse economic and business conditions. Conventional planning theory, together with some modern observations on it, are briefly described and then the paper shows how, in the firms visited, the structure of planning was more complex than this theory.It goes on to show that today's critical conditions were not leading to management putting aside their plans and computer models and “muddling through’. They were actually leading to an acceleration in the adoption of formal planning and decision making methods but in a somewhat different manner to conventional planning theory.Seven different modes of planning were identified with integrated operational planning being the most common, possibly the most essential to survival and sometimes the only planning possible into today's conditions. A trend to extend the operational plan to 2 to 3 years and to reduce the firm's long range plan from 5 to 3 years was also observed.Long range plans were being considered as planning and decision making tools and not as blue-prints of the firm's future, as accurate long range forecasting was impossible. Three types of strategic planning were identified with that carried out at intervals probably being the most appropriate for medium sized firms in today's conditions.